1. Promoting Scotland: UK & Ireland Activity Vicki Miller / Gwen Raez 23 March 2011

2. Volume & Value of Scottish Tourism 2009 Jan – Nov 2010 Update Holiday nights by Scots increased by 8.6% to 13,379m trips Holiday expenditure by Scots increased by 15.5% to £717m

3. 3 Current Outlook – Key Points People are cutting back holiday intentions again  Particularly driven by an intention to spend less on holidays and short breaks Confidence in the economy continues to affect holiday plans Anxiety is a dominant emotion which leads to a variety of consumer behaviours  Delaying purchase plans - scrutinising carefully and re-examining priorities  More reliance on tried and trusted brands / destinations  Ever greater need for clearly communicated value for money  More appetite for money-saving tactics (like vouchers)

4. Four warm UK segments Affluent Southern Explorers Younger Domestic Explorers UK & Ireland Segmentation Study Active Affluent Devotees Mature Devotees

5. New Multi-touch point campaign – Surprise Yourself

6. Consumer Concept Testing Doesn’t need to rely on ‘products’ or experiences people have never even dreamt of in Scotland. We can interpret ‘surprise yourself’ successfully in a range of ways: Surprising facts e.g. proximity of natural beauty from a city. Doing things a bit differently e.g. sipping a single malt on the beach or four Festival shows in a single day. Literal surprise e.g. when suddenly spotting a golden eagle. Surprising experiences e.g. trying haggis for the first time.

7. Website

8. Direct Mail - Spring 2011 Highlands & Outer Hebrides regional mailer National mailer

9. Tactical messaging

10. Vouchers New offers solicited from businesses: £25, £50 off accommodation Buy one, get one free Kids go free Food and drink offers Cross selling of other offers Offer collection process streamlined: Online updates Collected much closer to campaign period

11. Appsolutely Fabulous New Developments

12. VIC Travel Media – Fort William Train Station

13. Campaign Fulfillment

14. Year of Active…

15. Questions and discussion? Discussion on use of vouchers Discussion on Surprising things in your area Discussion on seasonality Discussion on role of print 2011 and beyond…. Opportunities for maximising the promotion of the area during the year of Active Scotland